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All Journal Journal Economic Excellence Ibnu Sina Indonesian Journal of Islamic Literature and Muslim Society
Very Alfi Farchina
UIN K.H. Abdurrahman Wahid Pekalongan
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengembangan Strategi Pemasaran Ekonomi Kreatif di Kalangan Mahasiswa (Studi Kasus: Pemasaran Buket) Alwan Isya Alkhoezuri; Eny Siskawati; Naeli Fatikha; Very Alfi Farchina; Sri Mumaeni Agustina
Journal Economic Excellence Ibnu Sina Vol. 1 No. 3 (2023): September : Journal Economic Excellence Ibnu Sina
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/excellence.v1i3.362

Abstract

The creative economy is a growing and promising sector in Indonesia. However, this development cannot be separated from the role of an effective marketing strategy in marketing the products and services it produces. Students are one of the potential consumer segments of the creative industry. The creative economy of bouquet marketing among students is useful for honing certain talents, skills and creativity from the community to provide welfare and increase pocket money. This study uses a descriptive qualitative method, namely by explaining bouquet marketing as a developer of creative economic marketing strategies among students in a narrative form. Students consider the creative economy as a place that has great potential and opportunities. They see that creative industries such as art, design, music, film, fashion, and computer games can produce innovative works and create new jobs. In addition, the creative economy is considered as a space where one can express their creativity freely. The marketing strategy used by students to promote their business is to use social media such as WhatsApp, Instagram and others. There are several strategies for online marketing that might attract potential customers. Among them is using attractive pictures or videos, visuals are very important in attracting the attention of online consumers. The suggestion is to promote more often, create more so that customers are interested.
Moral Branding and Muslim Consumer Agency: A Study of Purchase Behavior Toward Israel-Affiliated Halal Products Very Alfi Farchina; Wilda Rusyida
Indonesian Journal of Islamic Literature and Muslim Society Vol. 10 No. 1 (2025)
Publisher : UIN Raden Mas Said Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/islimus.v10i1.12051

Abstract

The ongoing Israel–Palestine conflict has triggered global repercussions, including the emergence of boycott movements against products affiliated with Israel. This phenomenon has influenced the consumption patterns of Muslim communities, particularly Generation Z, who demonstrate high social awareness and are deeply connected to digital media. This study aims to analyze the influence of brand image, brand experience, and brand ambassador on the purchasing decisions of halal products associated with Israeli affiliations among Generation Z in Pekalongan Regency. A quantitative approach was employed, involving 100 purposively selected respondents. Data were analyzed through validity and reliability tests, multiple linear regression, and classical assumption tests using EViews 10 software. The results show that brand image and brand ambassador have a significant partial influence on purchasing decisions, while brand experience does not. Simultaneously, all three variables exert a significant influence, with an Adjusted R² value of 46.1%. These findings highlight that ethical and social awareness play a crucial role in Generation Z’s purchasing decisions, outweighing functional brand experience alone. The implications of this study emphasize the importance of brand communication strategies that are sensitive to geopolitical issues and aligned with the moral values of Muslim consumers.
Co-Authors Alwan Isya Alkhoezuri Eny Siskawati Naeli Fatikha Sri Mumaeni Agustina Wilda Rusyida